Ok so now you’ve defined your target market and where they are, now its time to capture leads. Lead capture is one of the oldest and most important processes of making a sale and while its methods may change the emotions and desires of people don’t. Each sales process is subject to the rules of engagement. To engage people we need to find out what engages them. People are motivated by pain and pleasure, which will never change, so in this blog we are going to identify the pains and pleasures of your target market, otherwise you could end up throwing a lot of advertising money and effort down the drain. ( notice how I used pain here to keep you reading?)
Why Do Emotions Matter?
Basically, its been proven over and over that people don’t buy things, they buy because of what the thing will make them feel. So instead of saying: hey download my music, think about: hey download my music and you’ll feel like you’re sucking on a pina colada with your toes in the sand in Hawaii. You get the picture, its not what we are selling but what it does to people that we are selling.
What Are the Pains and Pleasures of Your Market?
Ok in the interest of immediate progress do yourself a favor and take a moment right now to write down 5 pains and 5 pleasures of your target market and how your music can either get rid of the pain or contribute to the pleasure. For instance, my target market loves to surf and hates to be indoors. Relating this to my music I could say: listening to Chad Scott music will put a little surf in your ears and will instantly transport you to an island adventure with perfect barrels on Hawaii’s north shore. Remember you’re trying to get people out of pain and into pleasure. This will differ based on your music. If you get stuck think about the top performer in your genre of music. Why do people go see them? Why do they buy their music.
What About Love and Connection?
Of course there is one other key benefit or pleasure which is the need to be with other like minded people. So we could say something like, hang out with the North Shore club and get on my email list as I take you on a safari through the most ripping surf songs on the west coast… and you won’t have to spend a dime. People want to be a part of something bigger than themselves. If you can identify what your community stands for and express that to them then chances are they will join your email list.
Remember, its all about leveraging emotions. Play on your fans emotions that might occur when they listen to your music or join your community. Try to avoid pitching your music as cool because its got a great beat or a memorable melody.
-Chad Scott
Music Launch Pad – CEO